CMO day

I joined a Chief Marketing Officer strategy day in the Netherlands. Got an update from selective marketeers out of the Netherlands and some major brands were involved. My interest was to scan for new approaches that can help to become more successful, efficient and effective either in B2C or B2B marketing.
The director of an auction and subsiderary of eBay, Mr. Coppo showed how well he could track and trace his customers online behavior and build sound conslusions through analysis. The behavior analysis (Clever- tizing) is provided as services for his business customers. Finding Customer Insights becomes critical for marketeers. According Coppo there are different needs in the orientation, selection and purchasing process for consumers. Through study they identified 4 types : Research, Search, Compare, Favorite based on frequency of purchase and logical or emotional visits. Those have impact on the role the brand plays.


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